Malaysia is a conservative Muslim country. The use of condoms is usually frowned upon. Condom advertising is banned on mass media and is heavily regulated in the digital space.

Durex Touch, an experiential smart film that is powered by your touch. It’s a film that you don’t just view but become a part of and actually feel. The film features a girl and you go through all the highs and lows of a relationship with her. From casual touches to more intimate ones, you are always with her. Without you being there, the story does not progress further. This film was made exclusively for smart devices and to offer a more personalized experience.

The results were not surprising. When people feel, they like! Over 388,081 fingers became part of the story and the Durex Malaysia Facebook page grew by over 30%.

Overall, the 6-week campaign was very effective in generating awareness and trial with 38,976 promo vouchers downloaded for trial use.

More importantly, by providing content that people enjoyed, engaged and shared, Durex brand has also morphed beyond its utilitarian functions into a lifestyle product that fosters healthy relationship between lovers.

And to the Client, this resulted in an 8% market share increase.